You are on page 1of 12

PR

Lec2

Lecture 2

Components of PR

http://marketeach.blogspot.com
PR
Lec2

The Components of PR
• Counseling
• Research
• Media relations
• Publicity
• Employee/member relations
• Community Relations
• Public Affairs
• Government Affairs
• Issues Management

http://marketeach.blogspot.com
PR
Lec2

Components cont’
• Financial Relations
• Industry Relations
• Development/Fund-raising
• Multicultural relations/workplace diversity
• Special Events
• Marketing Communications

http://marketeach.blogspot.com
PR
Lec2

PR Components Defined
• Counseling: Providing advice to management
concerning policies, relationships and
communications.
• Research: Determining attitudes and behaviors
of publics in order to plan public relations
strategies
• Media Relations: Working with mass media in
seeking publicity or responding to their interests
in the organization.

http://marketeach.blogspot.com
PR
Lec2

PR Components Defined
• Publicity: Disseminating planned messages
through selected media to further the
organization’s interests.
• Employee/member relations: Responding to
concerns, informing, and motivating an
organization’s employees or members.
• Community Relations: Planned activity with a
community to maintain an environment that
benefits both the organization and the
community.

http://marketeach.blogspot.com
PR
Lec2

PR Components Defined
• Public Affairs: Developing effective involvement
in public policy and helping an organization
adapt to public expectations. The term is also
used by government agencies to describe
multiple public relations activities.
• Government Affairs: Relating directly with
legislatures and regulatory agencies on behalf of
the organization. Lobbying can also be part of a
government affairs program.

http://marketeach.blogspot.com
PR
Lec2

PR Components Defined
• Issues management: Identifying and addressing
issues of public concern that affect the
organization.
• Financial relations: Creating and maintaining
investor confidence and building good
relationships with the financial community. Also
known as investor relations or shareholder
relations.
• Industry relations: Relating with other firms in the
industry of an organization and with trade
associations.

http://marketeach.blogspot.com
PR
Lec2

PR Components Defined
• Development/fund-raising: Demonstrating the
need for and encouraging the public to support
an organization, primarily through financial
contributions.
• Multicultural relations/workplace diversity:
Relating with individuals and groups in various
cultural groups.

http://marketeach.blogspot.com
PR
Lec2

PR Components Defined
• Special events: Stimulating interest in a person,
product or organization by means of a well-
planned event, also activities designed to interact
with publics and listen to them.
• Marketing Communication: Combination of
activities designed to sell a product, service, or
idea, including advertising, collateral materials,
publicity, promotion, direct mail, trade shows and
special events.

http://marketeach.blogspot.com
PR
Lec2

Why is PR important?
(9 ways PR contributes to bottom line)
Process Principal Activities Outcomes
1. Awareness & Publicity, Pave way for sales,
information promotion, fund raising, stock
offerings
2. Organizational Internal relations Build morale,
motivation and teamwork,
communication productivity
3. Issue Research, liaison Early warning on
anticipation with all publics issues,
social/political
change,

http://marketeach.blogspot.com
PR
Lec2

Why is PR important?
(9 ways PR contributes to bottom line)
Process Principal Activities Outcomes
4.Opportunity Interaction with Discover new
identification internal and markets, products,
external audiences methods, positive
issues
5. Crisis Respond to or Protect position,
management blanket issues, retain allies and
disasters, attacks constituents

6. Overcoming Counseling senior Realistic,


executive isolation managers about competitive and
what’s really enlightened
happening decisions

http://marketeach.blogspot.com
PR
Lec2

Why is PR important?
(9 ways PR contributes to bottom line)
Process Principal Activities Outcomes

7. Change agentry Corporate culture, Ease resistance to


research change, promote
smooth transition,
reassure affected
constituents
8. Social responsibility Social accountancy, Create reputation,
research, enhance economic
volunteerism, success through
philanthropy “double bottom line”,
earn trust
9. Influencing public Constituency Public consent to
policy relations, lobbying, activities, political
grassroots campaign barriers removed

http://marketeach.blogspot.com

You might also like